Album where everybody belongs

Creative idea

The poster tells the story of one competitor: as he prepares for his jump, he notices a sparkling QR code made out of snow. At the same time, everyone who sees the poster can scan its QR code, that leads to a web page serving as an invitation, encouraging them to come to Planica and scan the real snowy QR codes. The idea is to transform Planica into a place where memories never melt. Across the snowy slopes, participants can discover real QR codes fully made out of snow. By scanning, athletes and visitors will gain access to an app in which they will have a limited number of photos that will become part of a collective album in the end. This album is not just a gallery of images - it’s a time machine. Every photo becomes a frozen moment that transports viewers back to the energy and excitement of the competition. Each photo is a piece of a mosaic which combines individual stories into a shared new dimension of experience. With this concept, technology and photography meet sport. The mechanic is simple. Scan the poster, accept the invitation, come to Planica and scan a snowy QR code and join the inclusive experience. The snowy QR codes become portals that send each person into a timeline of memories, creating a priceless connection between competition, people, place, and moment. Every interaction, becomes a shared memory, weaving a vibrant tapestry that celebrates both personal and professional achievements, making Planica not just a destination for watching the World Competition, but a living archive of unforgettable experiences.

Agency: together&, student; Sofia
Authors: Mishel Tsvetanov, Teodora Balkanska